Not-for-profit health insurer HBF is using Financial Services Cloud to gain better insights into the evolving health needs of their one million members, and scale personalisation across its services.
Why it’s important: Australian consumers expect consistent, concise, seamless experiences where they are understood and supported quickly and easily. But this is proving difficult for many organisations.
Across the Asia-Pacific region, 95% of IT leaders report they’re struggling to integrate their data across systems. This connected data is essential for businesses looking to have a comprehensive understanding of user queries, and be able to respond accordingly.
Driving the news: With over one million members across Australia, HBF recently completed a multi-year digital transformation to make it easier for members to engage with its services seamlessly across its website, app, and member portal (myHBF).
HBF has transformed its member experience by integrating a 360-degree view of each member. This comprehensive perspective enables HBF to deliver highly personalised and efficient interactions. This improvement highlights HBF’s commitment to enhancing member satisfaction and operational efficiency.
Through a more comprehensive view of each member, the resolution of cases has been accelerated, and efficiencies have also been met in member enrollment. The result is an improved member experience that drives better health outcomes, as members now receive more timely and accurate support for their queries
Looking Ahead: HBF is exploring agentic AI to add additional support to members, to work alongside contact centre employees to ensure efficient, 24/7 service. Future implementations of Service Cloud Voice and Knowledge will also further enhance query management.
Customer Perspective: “With up to 80 per cent of our member interactions via digital channels, it is essential we have modern systems in place to make life simpler for our members. With Salesforce, we’re now able to deliver personalised and relevant communications across all digital channels, internally to employees as well as members, driving faster insights and better engagement. It’s been a pleasure seeing the Salesforce and HBF teams collaborate to deliver this transformational experience.” – Sanjeev Gupta, Chief Information and Transformation Officer, HBF
Salesforce perspective: “Every team is stretched thin, leading to backlogs, delays, inefficiencies, and potential poor customer interactions. Local organisations need a platform that can empower teams to deliver exceptional service, providing a unified view of every customer and in the process, set up for potential future success with autonomous AI agents. We’re pleased to support HBF with their vision for a more personalised and responsive member experience.” – Jane Brown, SVP Sales, Salesforce ANZ
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